The point of most websites is to bring information to audiences, and since most of that information is presented as text, typography matters. Quite a lot, in fact.

“If your type is difficult to read, people won’t get the message or, worse, they’ll give up and move on,” says UX expert and designer Clarissa Peterson. “A site’s text must be as easy to read as possible, across all devices.”

Clarissa is the author of O’Reilly Media’s “Learning Responsive Web Design,” which covers how to deliver the optimal user experience to all devices — including tablets, smartphones, feature phones, laptops, and large screens.

“When it comes to typography, more media queries are better than too few. Small, incremental changes to presentation make it so it doesn’t matter what the screen size is – it’ll look good no matter what,” she says.

This is just the beginning — you’ve also got to concern yourself with which typeface to use, making sure the font size is large enough (especially with older audiences), line spacing, the number of characters per line, and more…the list goes on and on.